Research / Design
Anti Hero Marketing Brand Development
The Anti Hero brand arose out of a distinct gap in the world of author marketing; specifically, marketing for self-published authors. More than one million books were published in the U.S. in the year 2017, and a majority of those books will have less than 10 purchases across all platforms. Writers are making the work, but it would seem that no one is buying. That’s where Anti Hero comes in. We create marketing material, and courses on marketing, for the self-published author in order to help them boost their readership, all of which can be found at antiheromarketing.com.
Creating the mark for Anti Hero was interesting, because it had to be distinct enough to stand out, but versatile enough to cater to authors across genres. Keeping it fairly simple, I used the letter ‘A’ knocked out of its own shadow, to imply that we do things our own way. The rocket-like form that the mark creates implies both positive, upward movement, and the vastness of space: a world of possibility. The letter ‘A’, apart from being our first initial, also implies that we are the best choice, purveyors of high achievement.
The word mark that goes along with it alludes to Soviet era Russia, with even letterforms that have a strong presence. This decision creates a sense of authority, and directness.
View my process booklet here.